Droga5 launches first campaign for Renault
Droga5’s first campaignfor Renault launches this Saturday, announcing the car manufacturer’s win ofthe coveted Top Gear Car of the Year Award.
The Megane R.S. 250 Cup Tropheewon 2010 Car of the Year as well as Best Performance Car under $60,000.
The campaign, whichcomprises print, outdoor and online, reveals the car against a backdrop of mirrors – with the line ‘Stunning fromevery angle’.
“It’s a great way to start the year, and a great start to our relationship with Droga5”, said Chris Brown, general manager of marketing for Renault. “The R.S.250 reallyexemplifies Renault’s F1 heritage. It’s an unbelievably sexy car and Droga5 hasbrought the absolute best out of it. It’s even more impressive in the flesh”, continued Brown.
“Winning Car of the Yearis an amazing accomplishment, and it’s great that our very first campaign forRenault is built around such genuinely exciting news for the brand. We’ve got ahuge year ahead”, added Marianne Bess, D5 Managing Director.
CREDITS
Executive CreativeDirector, Duncan Marshall
Art Directors: MarcusJohnston, Roy Torres
Strategic planner: CatCollins
Account Director: NigelSeeto
Photographer: DarrenCapp
Retouching: Act Two
28 Comments
Pretty average for Droga5.
Looks nice, but a big idea?
C –
Not worthy of PR’ing.
Drive the change. Meh, I’d change the agency.
Proof that copywriters are still important.
new account, top gear award and this is what you produced. very, very average….
What do you get when you have two art directors and no writer? This.
fk i hate this industry sometimes. bunch of friggin wankers.
Don’t get the office manager to art direct your ads next time.
D5 def dropping off the perch..nothing new here….just like every other car ad celebrating an award they’ve won….Expected better
It’s a meant to be a peacock…
Or was that accidental…
Oh well, there’s always next time.
Beauty is in the eye of the beholder. You can’t tell people to like the way a car looks. They’ll decide for themselves. Everybody with serious car advertising experience knows that. And then you piggy-back an award announcement on it and hope nobody notices that there are two conflicting messages . I note there was no writer on this ad. I’m not surprised. The bottom line; a non-strategy results in a non-ad.
Nice reuse of a Hyundai retail campaign from 2010…
Its good to see the no idea is not restricted to just the big multi-nationals.
You guys can do better.Your just chasing the $
How quickly the crowd turns. I thought they were the cool kids?
Is it called Droga5 because it only takes 5 minutes come up with these shit ideas? Wow you really went off the reservation for this campaign.
this is what happens when planners start CDing?
Shame on yous. Think this is actually quite a nice idea, well executed. Showcasing the car, looks great, but in a more interesting visual way without the need for a dreary punny headline. Better than most car print ads for sure.
I beg to differ.
An underdog brand that makes quite a decent looking car.
This ad shows it off in an eye-catching manner.
Car print ads are usually massive pack shots, so it’s not easy to come up with something that’s visually different and interesting. I reckon this is a pretty good result.
Nice one D5. Another touch of Seeto gold
Tear 9 car ads out of magazines and stick this one in the middle. It will stand out like a peacock in a shopping mall.
Decent work.
Foolish to write off Droga5.
Not every angle…
Void of an idea – looks just like every other boring car ad.
I find it curious that such a pr-savvy agency chose to pr this.
Pretty sure if it was meant to be a peacock they would have used a bluey/green car. Surely one of the two art directors could have worked that one out.
Perhaps it’s meant to represent a peacock with liver damage.
Have you people looked through the car ads in Top Gear and other magazines? All they are is a pack shot, a punny headline and some auto jargon.
This isn’t an award winner, but it’s a huge leap from the usual crap that is automobile advertising.
Best bit is that most of you wouldn’t have had the courage or motivation to turn what I’m sure was a very plain request from client (show the car) into a worthwhile ad. And sell it no less.
I like it.
Why it was PR-ed is a little curious, but I’m sure there is a method to the madness.